Truck Paper
Truck Paper, operated by Sandhills Global, is an online marketplace and weekly print publication connecting buyers and sellers of new and used commercial trucks and trailers, serving dealers, fleets, and owner-operators across North America and globally.
- Company typePrivate
- Founded1981
- HeadquartersLincoln, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Truck Paper does
Truck Paper is an online marketplace and print publication for new and used commercial trucks, trailers, and related equipment, operated as a wholly-owned platform of Sandhills Global, Inc. and headquartered in Lincoln, Nebraska. Founded in 1981 as a print publication, the company has evolved into a hybrid digital marketplace (TruckPaper.com) and weekly regional print magazine that connects equipment sellers — primarily commercial truck and trailer dealers, with secondary exposure to fleets and owner-operators — with buyers across multiple equipment categories (sleeper trucks, day cabs, dump trucks, box trucks, dry vans, reefers, flatbeds, lowboys, and components). The platform hosts thousands of active listings from hundreds of manufacturers, supported by a mobile app, a dealer locator directory of 6,499 dealers, and a Want-to-Buy matching service.
The underlying technology is built on the Sandhills Global cloud-based platform, which provides integrated inventory management, real-time listing synchronization across TruckPaper.com, dealer hosted sites, and the Sandhills Cloud dealer portal, and the proprietary Sandhills Equipment Value Index (EVI) for tracking retail values, auction values, and inventory trends. Dealer-facing offerings include contract-free hosted website solutions (HTML and WordPress), a dealer portal for inventory and contact management, and the VIP Portal for subscription-based market analytics. The ecosystem is extended through integrations with AuctionTime.com (weekly online auctions), EquipmentFacts (auction listings and results), FR8Star (shipping logistics), and Currency/GoCurrency (equipment financing).
The business model is a multi-stream hybrid: transactional listing fees and featured/photo listings on the marketplace, recurring dealer advertising subscriptions, recurring website hosting and e-commerce solution fees (with free setup and no monthly fees on certain tiers), weekly print magazine advertising in regional editions, and subscription-based VIP analytics access. Buyers can post Want-to-Buy requests free of charge, anchoring a freemium funnel into paid seller services. Geographic reach is global via the Sandhills Global portfolio, with operational presence in North America, Latin America, Europe, Asia, Asia Pacific, Africa, and the Middle East.
Truck Paper firmographics
Firmographics- Name
- Truck Paper
- Legal name
- Sandhills Global, Inc.
- Website
- https://truckpaper.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Truck Paper, operated by Sandhills Global, is an online marketplace and weekly print publication connecting buyers and sellers of new and used commercial trucks and trailers, serving dealers, fleets, and owner-operators across North America and globally.
- Ownership category
- akta.pro rank
Truck Paper industry classification
Industry- Product category
- Commercial Truck and Trailer Marketplace
- NAICS
- Directory and Mailing List Publishers (51314)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)
- akta.pro secondary industries
- Automotive & Transportation Magazines (MPAJAEAI), Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
Keywords
Where Truck Paper is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Truck Paper business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Listing Fees and Advertising: Sellers pay to list trucks and trailers on TruckPaper.com. Photo listings in print receive Featured Listing status on the website appearing above general listings.
- Dealer Program Advertising: Dealer advertising programs allowing dealers to list all inventory on TruckPaper.com in addition to featured listings
- Website Hosting Services: Custom hosted websites for truck and trailer dealers with no monthly fees and free setup
- E-commerce Solutions: Custom-designed online stores for equipment sellers with 24/7 availability
- Print Magazine: Weekly Truck Paper magazine published in multiple regional editions reaching transport industry buyers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Want-to-Buy posting |
| Transaction based/ take rate | Pay-as-you-go | Standard Listings |
| Transaction based/ take rate | Pay-as-you-go | Featured Listings |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
Truck Paper product offering
Product offeringCore offering
Truck Paper operates TruckPaper.com, an online marketplace that connects buyers and sellers of new and used commercial trucks, trailers, and related equipment, supplemented by a weekly regional print magazine, dealer advertising programs, hosted dealer websites, and market analytics subscriptions. The platform aggregates tens of thousands of listings from dealers, fleets, and individual sellers across hundreds of manufacturers, with integrated auction, financing, and shipping services.
Product overview
Truck Paper is an online marketplace and media company serving the commercial trucking industry, operated by Sandhills Global. The platform operates as a multi-product portfolio combining a primary marketplace (TruckPaper.com), a print publication (Truck Paper magazine), and a suite of dealer services. The core product connects buyers and sellers of trucks and trailers through an online platform featuring thousands of retail listings, integrated auction capabilities via AuctionTime.com, and equipment components/dismantled parts search. Dealer-facing offerings include a hosted website platform, a dealer portal (Sandhills Cloud) for inventory management, a VIP Portal for market analytics using the Sandhills Equipment Value Index, and advertising programs. The ecosystem is complemented by market reports subscription, a Want-to-Buy matching service, dealer locator directory, and parts search functionality, all unified under the Sandhills Global umbrella of industry-specific trading platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Truck Paper Magazine: Weekly print publication in multiple regional editions reaching transport industry buyers directly in their places of business.
Products and services
- TruckPaper.com Online Marketplace Online marketplace connecting buyers and sellers of new and used commercial trucks, trailers, and related equipment, featuring thousands of listings with specs, photo galleries, videos, and seller contact information.
- Truck Paper Magazine Weekly printed publication in multiple regional editions reaching transport industry buyers directly in their places of business.
- Dealer Advertising Programs Advertising solutions including featured listings, print and digital advertising, dealer program advertising, and individual equipment listings for truck and trailer dealers.
- Hosted Websites for Dealers Custom website hosting platform for truck and trailer dealers with real-time inventory sync, SEO optimization, mobile-first responsive design, HTML and WordPress options, and no contracts or monthly fees.
- Dealer Portal (Sandhills Cloud) Inventory and contact management platform for dealers to manage listings, customers, and operations across Sandhills Global platforms.
- VIP Portal (Value Insight Portal) Subscription-based market data and analytics portal providing Sandhills Equipment Value Index (EVI) data, retail values, auction values, and inventory trend analysis.
- Listing Input System Self-service platform for sellers to list trucks and trailers with up to 40 photos and video, providing global online exposure and nationwide print options.
- Want-to-Buy Free buyer matching service allowing buyers to post requests for specific trucks or trailers they need, with instant email alerts when matching listings are posted.
- Dealer Locator Directory of truck and trailer dealers searchable by location, manufacturer, and category, listing 6,499 dealers.
- Market Reports Monthly market reports covering retail value, auction value, and inventory trends across used farm machinery, construction equipment, and commercial trucking markets based on the Sandhills Equipment Value Index (EVI).
- Parts Search Search functionality for truck and trailer parts by part number, keywords, category, or manufacturer.
- Dismantled Trucks & Trailers Marketplace for dismantled machines and salvage equipment with searchable component categories.
- AuctionTime.com Online auction platform for trucks and trailers held every Wednesday, integrated with TruckPaper.com listings.
- Truck Paper Mobile App Mobile application providing buyers and sellers on-the-go access to TruckPaper.com listings, available on iOS and Android.
- Dealer E-Commerce Solution Custom-designed online store solution enabling equipment dealers to sell equipment, parts, and other items 24/7 with free setup and no monthly fees.
Quantifiable outcome
- Tens of thousands of daily buyers searching the platform
- +2 more outcomes
Companies that use Truck Paper
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Truck Paper technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature4 records
Truck Paper partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AuctionTime.comcoreOnline auction platform integrated with TruckPaper.com for trucks and trailers. Auctions are held every Wednesday, allowing sellers to auction vehicles directly through the platform.
- EquipmentFactscoreEquipment auction listing platform integrated with TruckPaper.com, providing additional auction channels for truck and trailer sellers.
- FR8StarminorShipping and freight services integrated into TruckPaper.com for buyers and sellers to arrange transportation of purchased equipment.
- Currency (GoCurrency)minorEquipment financing services offered through TruckPaper.com platform, enabling buyers to obtain financing for truck and trailer purchases.
- Sandhills Global Family BrandscoreTruckPaper.com is part of the Sandhills Global family including Machinery Trader, TractorHouse, Controller, AuctionTime, EquipmentFacts, AuctionValues, Value Insight Portal, VIP+, RentalYard, and many other platforms serving construction, agriculture, transportation, and aviation industries. Cross-platform listing opportunities provide greater exposure for sellers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Truck Paper competitors and assessment
Company assessmentDirect peers
- Commercial Truck Trader: Direct marketplace competitor operating the largest non-Sandhills online listing platform for new and used commercial trucks and trailers in North America. Closest like-for-like peer in product category, target customer (dealers and buyers), and business model.
- MyLittleSalesman: Online marketplace for trucks, trailers, and heavy equipment listings with print magazine companion. Closely comparable two-sided marketplace serving commercial truck and trailer buyers/sellers across similar dealer and owner-operator segments.
- Machinery Trader: Sister platform within Sandhills Global for construction equipment listings. Highly comparable business model (online marketplace + print magazine + dealer services + EVI data) and direct internal adjacency in technology and customer base.
- TractorHouse: Sister Sandhills Global platform for farm and agricultural equipment marketplace. Identical operating model — online listings, print magazine, dealer-hosted websites, and shared Sandhills Cloud/EVI infrastructure — making it the most operationally comparable peer.
- AuctionTime.com: Weekly online auction platform for trucks, trailers, and equipment, integrated with TruckPaper.com. Direct transactional peer operating the same inventory pool via auction mechanism rather than fixed-price listings.
- EquipmentFacts: Online auction platform for trucks, trailers, and heavy equipment that is integrated with TruckPaper.com. Direct transactional peer with comparable listing inventory and buyer base, operating weekly auction events.
Broad incumbents
- RB Global (IronPlanet / Ritchie Bros.): Global incumbent operating IronPlanet and Ritchie Bros. Auctioneers for trucks, heavy equipment, and commercial vehicles. Comparable marketplace and auction business model with broader geographic reach and much larger scale, but overlapping customer base.
- Copart: Large public online vehicle auction company primarily focused on salvage and used passenger vehicles, but with an active commercial truck and heavy equipment segment. Comparable marketplace/auction business model and dealer buyer base, though broader in vehicle scope.
- AutoTrader.com (Cox Automotive): Incumbent automotive marketplace owned by Cox Automotive; primarily serves light-duty passenger vehicles but overlaps with Truck Paper on pickup trucks, vans, and light commercial segments. Comparable marketplace business model at much larger scale.
Emerging players
- eBay Motors: Broad consumer-facing vehicle marketplace with growing commercial truck and trailer listings. Comparable listing/marketplace mechanics and buyer traffic, but lighter specialization and less dealer tooling than Truck Paper.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights1 record
Customer concentration
Truck Paper social profiles
Digital presenceTruck Paper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truck Paper leadership team
Management profileNumber of profiles
Profiles1 record
Truck Paper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truck Paper M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Truck Paper
What does Truck Paper do?
Truck Paper operates TruckPaper.com, an online marketplace that connects buyers and sellers of new and used commercial trucks, trailers, and related equipment, supplemented by a weekly regional print magazine, dealer advertising programs, hosted dealer websites, and market analytics subscriptions. The platform aggregates tens of thousands of listings from dealers, fleets, and individual sellers across hundreds of manufacturers, with integrated auction, financing, and shipping services.
Is Truck Paper a public or private company?
Truck Paper is a private company. It is classified as corporate owned and is currently operating.
When was Truck Paper founded?
Truck Paper was founded in 1981. It employs 501 to 1,000 people.
Where is Truck Paper based?
Truck Paper is headquartered in Lincoln, United States, in the North America region.
How does Truck Paper make money?
Five revenue lines are on record. Listing Fees and Advertising is the primary driver. The others are dealer Program Advertising, website Hosting Services, E-commerce Solutions and print Magazine.
Who are Truck Paper's main competitors?
Direct peers on record are Commercial Truck Trader, MyLittleSalesman, Machinery Trader, TractorHouse, AuctionTime.com and EquipmentFacts. Broad incumbents are RB Global (IronPlanet / Ritchie Bros.), Copart and AutoTrader.com (Cox Automotive). eBay Motors is listed as an emerging player.
Does Truck Paper have an API?
No public API is recorded for Truck Paper.
What industry is Truck Paper in?
Truck Paper's product category is Commercial Truck and Trailer Marketplace. Its primary akta.pro industry code is CRAFAHAD, Automotive Parts, Tires & Workshop Supplies Marketplaces, with a secondary code of MPAJAEAI, Automotive & Transportation Magazines. Its NAICS code is 51314 and its SIC code is 5013.